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Super Bowl ad with Jay and Dave breaks the ice

Jay, Dave, Google, Doritos - and before we forget, the most watched program in TV history - 106.5 million viewers.

Did Super Bowl XLIV yield more than enough news for everyone?

But first, the Jay Leno/Oprah Winfrey/David Letterman commercial that aired early in the game: A Letterman spokesman Monday said the ad featuring the late-night rivals was not necessarily a prelude to a future guest appearance by either host on their respective shows. (Nevertheless, the ice is officially broken. Late-night peace in our time has been achieved. Maybe . . . just maybe . . . )

Leno was secretly squired to The Ed Sullivan Theater last Tuesday after quickly agreeing to appear in the promotion for "Late Show." Rob Burnett, president of Letterman's Worldwide Pants told Entertainment Weekly that "Jay wore a disguise - hooded sweatshirt, dark sunglasses and a mustache. Fifteen minutes later, Oprah Winfrey arrived . . . but not in a disguise." He said there was a "lot of internal conversation" whether CBS was "rehabilitating Jay's image" - a not inconsiderable concern as Leno takes over "Tonight" in March. But "Dave has a simple edict: If it's funny, we do it."

The Leno/Letterman 15-second promotion had impact, but not the most impact. According to the Nielsen Company's "Buzzmetrics" ranking, the most "buzzed about" advertiser was Doritos, with an 11 percent share of what the company called "brand buzz." The surprise Google ad placed second, with 10.2 percent share.

Another media research company, Kantar Media, reported Monday that commercials consumed nearly 48 minutes of Sunday's record-breaking telecast, another Super Bowl record, exceeding last year's total by three minutes.


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